We are focusing on news & GEC genres for our communication: Shashank Srivastava

Shashank Srivastava, Executive Director, Marketing & Sales, Maruti Suzuki India Limited, talks about recalibrating the brand’s advertising and strategy in view of the pandemic, and more

e4m by Srabana Lahiri
Published: Aug 7, 2020 9:02 AM  | 13 min read

Shashank Srivastava, Executive Director, Marketing & Sales, Maruti Suzuki India Limited, talks to Srabana Lahiri about recalibrating the brand’s advertising and strategy in view of the pandemic, and explains how the company’s premium retail experience initiative Nexa – which just turned five - has added to its sales and pushed up market-share

Edited Excerpts

In a recent interview I watched, you said you intend to buy your daughter a personal car and not let her take the Metro anymore. Indeed, post-COVID, indications are that there will be a huge uptake of personal vehicles. What are the focus areas for Maruti Suzuki tailored to meet that demand – both internally and in terms of advertising and marketing?

The question that you are referring to, was whether consumers would prefer personal transport to avoid public transport, and it is in that context that I'd mentioned I’d buy a car for my daughter who used to take the Metro to reach her Gurgaon office. People are shunning public transport for safety reasons and preferring personal transport post COVID-19. We realized that there are two contradictory requirements from the consumer today - one is the extra need for mobility and personal vehicles; the other is downgrading of demand pattern across the portfolio due to lower incomes. People who were looking at the higher end of the car-buying segment, will now probably go to the middle level. The middle level buyer goes to the entry level, while the entry level buyer goes to used cars and so on. We call it telescoping of demand; that phenomenon is actually reflecting in the data we have for the last couple of months of operation post lockdown. The demand parameters of booking and retail enquiries actually indicate a higher percentage of people preferring smaller cars and hatch-backs compared to earlier.

Of course, we are very strong in the small car segment. So we are quickly ramping up our production, as also most original equipment manufacturers (OEMs) are, to subset the supply chain to meet this demand. Secondly, in terms of financing, 70% to 80% of sales is through finance and people are demanding more flexible finance options. Some people are saying that let their first three EMIs be very low or not there at all. Others want balloon finance as an option - where you have very low payments for a long time and towards the end, you have a really big chunk of your borrowing to be paid. Maruti Suzuki is stepping up to get very flexible finance schemes in place so as to enable consumers to match these two contradictory requirements of personal transport at lower income levels.

How is this reflecting in your marketing and advertising strategy? How do you ensure that they buy into Maruti Suzuki cars and not a rival brand at the lower price segment?
So it’s not just lower price segment cars, because as I said, telescoping of demand means not evaporation of demand in any segment, but volume of demand moving down from that segment to another. It's not just small cars or entry-level cars, we have observed that people in such stressed times will normally move towards the more established, more reliable, more dominating brand, and will be less experimental. The other aspect, of course, is that people are holding on to their cars a little longer, which means the replacement demand of buying a new car is coming down. First time buyers, with a functionality demand, are actually increasing. We also see a rural bounce-back, which is a little better than the urban one. So if you combine these three, your communication plan and spends become a bit clearer. We are looking at geographical spends to be slightly different from what they used to be earlier. The media of communication is also different because now it's more digitized in the post-COVID scenario.
More people are actually avoiding the dealers, but trying to have transactions on digital platforms, because it's something that they can do without travelling around. Earlier, we used to have large spends on things like sports, for example, but right now there is not much fresh programming in sports as most sports events are either postponed or cancelled. People are spending more time at home and that has actually resulted in more consumption of the news and GEC genres. So those are the genres we are focusing our communication on. We also need to rationalize our communication spends because that's another constraint, and it will be at the lower volume levels. So that is how we are planning to approach the market for the rest of the year.

So your ad spends will decrease, going forward?
This year, there will be a recalibration, probably at a lower level. Q1, of course, the spends haven't been there so much, as people were scrambling to find a new strategy to tackle the really unprecedented situation towards the end of March. The spends probably would be rationalized, and yes, digital spends would probably be increasing.

What about Television and Print in which you were very strong?
Television, we will still continue. Of course, we are expecting better rates. So probably the exposure and the GRPs, which we target may actually be higher, but with a lower spend that may be possible because we expect the media costs also to come down at least for the major part of the year.

Sales had been hit drastically during the COVID-19 lockdown, and shift to BS-VI norms too affected the company. To what extent have you recovered? How are you supporting the dealers and network in the current situation?
It is a great question because that is at the heart and the core of what we are doing today. In the last year, the overall drop in sales was about 18% in terms of wholesale and about 15% in terms of retail. Now these are pretty large drops and we have been examining it and we find that right from September or August 2018, the cost factor was going up because of the new norms of emission and safety norms, which came into effect in October last year, including the airbag requirement. So, those norms along with increase in third party insurance as directed by the Supreme Court and also road tax and registration costs have been going up. Those were the primary reasons for coming down of the market. Of course, there were other factors such as the uncertain monsoons last year and uncertainty following the elections whether they would have a coalition government or what direction it would take.
The sentiment is a little subdued now because of the COVID-19 crisis, and the GDP is also expected to be negative. We are going to see a recovery in the rural markets a little bit faster and bounce-back also faster. Ultimately, the demand will actually depend very closely on the fundamentals of the economy going forward. We call it the COVID sentiment in the auto industry - which way is it going? There’s lockdown, opening up and again lockdown, there’s a vaccine upside and a virus downside. So if you have a vaccine, you will have an upside, probably you will have tailwinds, but if you have a second wave of the virus or something, then probably you will have a downside with headwinds coming your way. It's going to be very interesting and challenging going forward.

How are you approaching the launch of S-Cross petrol on August 5? What is your communication strategy for it – which mediums do you think will be most effective for it?
It's the fifth year of our Nexa offering. It's also the fifth year of S-Cross. So Nexa was launched sometime in July, 2015, and we had launched it with S-Cross, only available in diesel earlier, but now we have a BS-6 compliant petrol version, which is much more powerful. It's not just about power, but sophisticated power, which means that you will have an experience which is more smooth. That's what we are going to focus on in our communication, how S-Cross with that sophisticated power can bring very good advantages in a segment where we don't have such vehicles at the moment.

When do we see the Jimny being launched in India?
We are examining and analysing the consumer feedback that we have got. At the Auto Expo this year, we displayed the Jimny, and had a fantastic response. A lot of consumers were enquiring about the vehicle. We did this feedback research on what they like, what they feel should the market be, what should be the value proposition and so on and so forth. We are still examining that and at an appropriate time, we’ll see what marketing plan we make for the Jimny.

How did the lockdown affect Nexa, your premium retail experience initiative? People could not walk into showrooms, now with lockdown lifting in some areas, how do you see things standing and how many of the 371 showrooms are operational now?
The opening rate, as we call it, for the Nexa is the same as Arena - more than 90% of the outlets are now open. This is pretty good. There are still some areas where the lockdown continues, so we will open whenever the lockdown lifts in those areas as well. Nexa, of course, is very critical to Maruti Suzuki's overall plans. We have a differentiated experience there. During the lockdown, we were in close touch with consumers through digital means and fortunately, the digital platform for Nexa is also pretty strong and smooth. Consumers actually love interacting with the Nexa brand on the Nexa website. Apart from that, Nexa continues to associate with such genres as music, fashion, travel, etc. Travel is not happening these days, but people are still very keen readers of travel and travel-related stories. That is very positive for the Nexa brand even during the lockdown.

What has Nexa done for the brand Maruti Suzuki? What would you say about its journey of five years?
One, Nexa is an aspirational brand. It was started not just to be a car buying experience, but an overall lifestyle experience. The consumer there is a little bit more modern, more aspirational and wants differentiated treatment, he's got more global exposure, his hobbies are more related to things like travel or music or more refined things… if I can use that word… although all customers now are more refined and sophisticated than they were earlier. It was essential for us to create a brand to address that more aspirational customer, and we have done that. We have established Nexa as a very premium experience in car buying in our country. It has given us great sales results also. If Nexa was an independent manufacturer, it would be the third largest car manufacturer in our country! Last year it sold close to 3,00,000 cars. The fourth place manufacturer is selling about 1,80,000 cars. Nexa has pushed up our market-share as well – market-share for Nexa alone is about 12.5-13% standalone. That has helped us to capture more than half the automobile market in India.

What are your expectations from Nexa going forward and what are your plans for it?
While we are very happy with the fact that we have sold 1.1 million cars so far through Nexa, selling 3,00,000 cars every year, and being the third-placed brand overall in the Indian auto industry, obviously we would like to be bigger and better. Remember, the benchmarks keep changing. So obviously Nexa has to go to the next level in terms of what it offers and what differentiated experience it gives to the consumer. What was really differentiating and cutting edge yesterday, is today a hygiene factor. So we need to go beyond that. We have to study the aspirational level of consumers to see what that next level is, and that's what we want Nexa to be, to continue to be premium, to be bigger, to be better. We have made our product plans also very aggressively, to achieve those objectives.

What are your recent digital initiatives?
Brands like Nexa and most auto brands are now driven quite a lot by technology. So the technology itself is a reflection of the brand values you stand for. For example, in Nexa we had the smart hybrid technology; when we introduced it, it was an absolutely new thing. Digital immersive experiences or the nature of communication itself or the type of experience consumers have - technology plays a great role and this is going to accelerate further for all OEMs, including Maruti Suzuki. We are of course striving to show the technology which our products bring to the table; it is also an intrinsic part of the entire brand strategy.

How fast do you see the market reviving now? From an overall point of view, what are the top three suggestions you would like to make for the industry to get growth back?
On the demand parameter, which you mentioned about retail or booking or enquiries, we are somewhere at around 80- 85% of the pre-COVID times, which is a pretty good bounce-back. It's slightly higher in rural areas, even in June, when most of the market has actually gone down, there are states which have shown positive growth over last year. Going forward, steady-state demand will depend on current sentiments. I mentioned COVID sentiment because car buying everywhere in the world, especially in our country, is a discretionary purchase, which requires positive sentiment that is closely related to not only the economy but also, in this case, the COVID factor. It's difficult to predict it.
Today, actually out of our 26 touch-points of car buying, 21 or 22 are already digitized. The one missing is the financing part where you need to go to the bank, you need to show documents, then you have to do some verifications, etc. That is also something we need to do as an industry - to make the digital experience complete, of course, delivery and test drive can only be physical; that's why we are aiming for what we call ‘phygital’ rather than pure digital. That should also benefit the industry in the long run.

What is that one rule that you always keep in mind in business and in personal life? 
One rule that I follow completely both in personal life, as well as business, is, to be mindful and to be fair. You have to exhibit mindfulness, not only in what you are doing but also for other people - what is their product, their thoughts, their aspirations, etc. And, of course, to be fair - that is the mantra I follow on both the personal and professional fronts.

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Robin Uthappa named brand ambassador of fantasy sports platform Sportiqo

Sportiqo will also launch a host of digital campaigns with Uthappa in the near future

By exchange4media Staff | Mar 21, 2023 5:00 PM   |   2 min read

robin uthapa

Sportiqo, a blockchain-based fantasy sports platform has announced ace Indian cricketer Robin Uthappa as their brand ambassador. Sportiqo marked the beginning of its operations in India in the month of February and so far, amassed 32,000 active users owing to its beta launch.

The stylish batter from Karnataka, Robin is a generational talent, wanted by every cricket league in the world. Uthappa was a part of the Indian squad which won the ICC World T20 in 2007. He is known for his masterful batting performances and his great impact on his team’s success.

Speaking on the association, Robin Uthappa said, “Sportiqo is the perfect platform where I am able to find a cohesive link between sports and technology. The stock market is something that is often portrayed as being meant for a particular segment of the audience but with Sportiqo sports fans across age groups would not only be able to learn how the stock markets work but at the same time be able to use their sporting knowledge and skills to do it in a fun and engaging manner.”

He further added, “Making the youth learn about investing and trading using cricket is a great idea. India needs creative options to improve the financial literacy of the masses and I am glad that Sportiqo is addressing that gap. I am proud to be associated with the platform.”

“We are delighted to welcome Robin Uthappa to the Sportiqo family as our new brand ambassador. He is one of the most exciting cricketers of his era. said Anindya Kar, Chief Product Officer and Co-Founder of Sportiqo. “With his disruptive and instinctively innovative approach to his sport, Robin Uthappa embodies the same pioneering spirit that will drive Sportiqo to keep pushing boundaries in the sector.”

Sportiqo will also launch a host of digital campaigns with Robin Uthappa in the near future.

Sportiqo has so far, raised $1.25 million (Rs. 10 crores) in the pre-seed round from angel investors with a focus on user acquisition in its first phase post-launch. The cricket stock market platform is already live for the ILT20 League, Pakistan Super League (PSL) and additionally, in the coming time, Sportiqo will add a portfolio of other sports and leagues as well such as the English Premier League and the Indian Premier League among others.

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Jr. NTR and Kriti Sanon come together for Appy Fizz campaign

The campaign also introduces the newly revamped packaging design of Appy Fizz

By exchange4media Staff | Mar 21, 2023 4:02 PM   |   3 min read

NTR Kriti Sanon

Appy Fizz has unveiled an upbeat summer campaign kicking off the new era of the sparkling fruit-flavoured brand. For the first time ever, megastars and brand ambassadors Kriti Sanon and Jr. NTR will be seen together onscreen, as a part of Appy Fizz’s campaign. The fresh onscreen pairing is testimony to the brand’s commitment to infusing new energy into the brand. The theme revolves around embracing the new i.e. doing something new, exciting and unique by inspiring consumers to take bold next steps for a much needed change.

The campaign also introduces the newly revamped packaging design of Appy Fizz through their summer brand film and activations for consumers across India.

Free of caffeine and a healthier alternative to colas, Appy Fizz continues to wow audiences with its edgy and exuberant campaigns. The ad film’s captivating cinematography pulls the viewer in on an exciting journey across highly stylised graphic backdrops. The seamless transitions seen in the Appy Fizz brand film adds to the mysterious, stylish and confident vibe of the brand. Kriti Sanon and Jr. NTR's enigmatic personalities invite audiences to ‘Feel the Fizz’ and embrace the new, against a setting of magnificent graphics and catchy, pulsating music.

Commenting on the summer campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro said “This season’s summer campaign for Appy Fizz is symbolic of our legendary brand of 20 years, shedding its old look and marking a new chapter in its prolific legacy. We are celebrating this elevated identity in a massive way as our brand ambassadors, Kriti Sanon and Jr. NTR join forces for a memorable multi-channel campaign. With our commitment to innovation and quality, we have plans to further drive growth of the sparkling fruit flavoured category that we’ve created, to newer heights and reinforce consumer affinity for the much loved brand.”

Along with the ad film, there are activations planned across TV, outdoor, digital and radio to amplify the new avatar of Appy Fizz. An aggressive outdoor campaign has been put into action. Large impact hoardings and branding at heavy footfall and traffic areas have been set up to drive enormous visibility and reach for the brand. Appy Fizz is the associate sponsor for the IPL this season and the new campaign will play out during the entire run of the much-awaited sports event, capitalising on its massive reach and high viewership. Apart from ads, there are numerous innovations that will be done within prime-time TV shows across channels to feature the product. The idea is to focus on building the brand through in-show integrations, going beyond showcasing the product via advertisements. Appy Fizz retails at an unbeatable price of Rs.10.

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Ranveer Singh pips Virat Kohli to become 'Most Valued Celebrity of 2022': Kroll report

Singh's brand value of $181.7 million puts him ahead of Kohli, Akshay Kumar, Alia Bhatt and Deepika Padukone

By exchange4media Staff | Mar 21, 2023 3:52 PM   |   3 min read

ranveer singh

Kroll, the leading independent provider of global risk and financial advisory solutions, announced today the launch of the eighth edition of its Celebrity Brand Valuation Study titled, “Beyond the Mainstream”. The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their brand endorsement portfolios and relative social media presence. The overall brand value of the top 25 celebrities in 2022 is estimated at USD 1.6 billion (bn), an increase of 29.1% from 2021.

 Key findings of the report include:

  • Ranveer Singh becomes the most valued celebrity of 2022 with a brand value of USD 181.7 million (mn)
  • Virat Kohli secured second position with a brand value of USD 176.9 mn and Akshay Kumar stays steady at the third position with a brand value of USD 153.6 mn
  • Allu Arjun and Rashmika Mandanna feature on the top 25 list with brand values of USD 31.4 mn and USD 25.3 mn, making it the first time for a South Indian celebrity to be featured on the list
  • Olympic gold medalist Neeraj Chopra debuted with a brand value of USD 26.5 mn at No. 23

Aviral Jain, Managing Director, Valuation Advisory Services, Kroll, said: This year’s theme ‘Beyond the Mainstream’ is driven by the stupendous rise of South Indian movie stars and sport celebrities. Notable names from the Tollywood industry, Allu Arjun and Rashmika Mandanna, were featured on the list of India’s top 25 celebrities along with India’s T20 captain Hardik Pandya and Olympic gold medalist Neeraj Chopra. Amongst the Bollywood stars, Ranveer became the most valued celebrity brand in India, given his mammoth endorsement portfolio and widening global presence. Kiara Advani, Kartik Aaryan and Sara Ali Khan were other Bollywood debutants on our top 25 list.” 

2022 has been the second successful year for South Indian movies at the box office, resulting in many Tollywood faces being sought after in the advertising and media industry nationally. Further, with a splendid performance at the Olympics followed by the Commonwealth Games, Indian sports stars continue to bag several marquee endorsements benefiting because of lower competition from Bollywood stars with a limited box office collection. 

We present the list of our top 25 celebrity brands for 2022 below: 

Rank (2022 Report)


Brand Value (USD mn)


Ranveer Singh 



Virat Kohli



Akshay Kumar



Alia Bhatt



Deepika Padukone



MS Dhoni



Amitabh Bachchan



Sachin Tendulkar



Hrithik Roshan



Shah Rukh Khan



Salman Khan



Ranbir Kapoor



Rohit Sharma



Ayushmann Khurrana



Anushka Sharma



Kiara Advani



Kareena Kapoor



Kartik Aaryan



Hardik Pandya



Allu Arjun



Sara Ali Khan



Varun Dhawan



Neeraj Chopra



PV Sindhu



Rashmika Mandanna


 2023 marks 25 years of Kroll’s presence in India. Kroll Advisory Private Limited is a SEBI registered Category 1 merchant banker, enabling the company to provide fairness opinions and a wider range of valuation services to listed companies. In 2018, Duff & Phelps acquired Kroll, and the entire firm unified under the Kroll brand in 2020.

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Madison World turns 35

Known as India's largest independent communications group, the company was founded on March 21, 1988 by media veteran Sam Balsara

By exchange4media Staff | Mar 21, 2023 12:58 PM   |   1 min read


Homegrown communications agency Madison World has turned 35 today. The agency holds the distinction of being the largest independent communications group in India and the fifth-largest independent media agency in the world.

Founded on March 21, 1988 by media veteran Sam Balsara, the company has 24 business units across 11 specialised functions of advertising, media, business, analytics, outdoor, activation, events, PR, retail, entertainment, mobile and sports. The company posts a gross billing of Rs 4,000 crore.

Over 1,000 communications professionals work for the company in offices across India.

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Pitch CMO Summit 2023: Brand leaders to share thoughts on ‘The Agile Marketer’

The summit will be held in Mumbai on 24th March, 2023

By exchange4media Staff | Mar 21, 2023 8:47 AM   |   4 min read

Pitch CMO

exchange4media Group is back with the on-ground Mumbai edition of its flagship property - Pitch CMO Summit after three years. The upcoming edition of the conference will be held on the 24th of March, 2023 from 10am onwards.

Fancode and WebEngage are the Co-Powered by Partners for the summit while the Co-Gold Partners are ABP News, DoubleVerify,  Pepper Content and Torc ai. 

Pitch CMO Summit Mumbai 2023 brings India's most reputed brands and top management to interact and share insights on their game-changing success stories under one roof.

The theme of this edition of the conference is ‘The Agile Marketer’.

The summit will witness two panel discussions apart from various spotlight sessions.

The first panel will discuss ‘Adopting Agile Marketing: Need For A Mindset Shift’. Organizations today need a proper structure and a strong underlying system to function efficiently and achieve a common goal. Constraints are often seen as limitations and obstacles when in reality, they complement each other to provide a team with true project flexibility. It’s no secret that change is hard and can be difficult to navigate, but in an agile work environment, the strong underlying system of guidelines offers teams the agility to optimize their work for improved and more efficient delivery.   

In this panel discussion at the Pitch CMO Summit Mumbai 2023, we aim to explore and understand:

  • How is the agile mindset different and how it can prove to be a precursor to agile marketing?
  • Why is there a need for teams to cultivate an agile mindset and adopt an agile marketing approach?
  • How does an agile mindset help in today’s VUCA environment?
  • How can brands & marketers try and understand the ‘why’ of being agile clearly to nurture the ‘how’ naturally?
  • How can agile marketing be the perfect approach during uncertain times?

The session will be moderated by Jaiti Hariani, Sales Director, DoubleVerify and the members of the panel will be: 

  • ESHA NAGAR, Managing Director – APAC, Nepa
  • HAREESH TIBREWALA, Joint Chief Executive Officer , Mirum India
  • JAYA JAMRANI, Vice President - Marketing, Castrol India
  • MANASI NARASIMHAN, Vice President and Head, Marketing & Communications, South Asia, Mastercard
  • NIKHIL GULATI, GM- Marketing, Clovia
  • SAPANGEET RAJWANT, Head – Marketing & Digital, Hindi Mass Entertainment, Viacom18
  • VANDA FERRAO, Chief Marketing Officer, WOW Skin Science 

The summit will also see the coming together of another panel to discuss ‘The Playbook for Building Agile Brands’. 

With the increasing demand for consumers’ attention, brands need to enhance the consumer journey as they have a plethora of options to choose from. Creating and deploying fresh content regularly is the key to keeping your audience engaged. Today, uncertainty and volatility have been the most used terms in the business arena over the last few years due to the pandemic. For this, a number of brands are adapting the agile approach to marketing to keep pace with the constantly changing consumer sentiment. Agile marketing is believed to leverage and help brands lead the next wave of growth for the businesses of the future. 

In this panel discussion at the Pitch CMO Summit, Mumbai 2023, we aim to understand: 

  • How has the marketing playbook evolved over the years to accommodate agile marketing?
  • Can there be a playbook to abide by when talking about agility as the core approach to brand building?
  • What does being an ‘Agile Brand’ mean in today's scenario?
  • The DOs and DON’Ts of building an agile brand
  • Do marketers today need to move beyond a playbook to build brands that are future-proof? 

The session will be moderated by NIKHIL KUMAR, Vice President -  India, SEA & ME, mediasmart and the members of the panel will be: 

  • DIPPAK KHURANA, Co-founder & CEO, VServ
  • ANUJ ARORA, Chief Marketing Officer, Symphony
  • KAVITHA GANESAN, General Manager – Marketing, TVS Eurogrip
  • VIJAY KUMAR PAMPANA, Director & Head of Marketing, P&G Health India
  • VIRAT KHULLAR, AVP & Group Head – Marketing, Hyundai Motor India Limited
  • YANNICK COLACO, Co-Founder, FanCode

The conference will be followed by the award felicitation ceremony of The Pitch Best CMO Awards 2023.

For more details, please check out the microsite:


To attend the summit and awards, get in touch with

Chandrakant@exchange4media.com or kapil.ramudamu@exchange4media.com


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MuscleBlaze announces Shubman Gill as its brand ambassador

Shubman Gill will be seen in multimedia marketing campaigns for MB Fuel One Sports

By exchange4media Staff | Mar 20, 2023 3:54 PM   |   2 min read


MuscleBlaze, a sports nutrition brand, announced the appointment of Shubman Gill as its new brand ambassador for endorsing the brand’s MB Fuel One Sports range amongst the youth.

Talking about his association with MuscleBlaze, cricket’s rising star Shubman Gill said, “I'm excited to be a part of MuscleBlaze since I've always been passionate about working out every day and maintaining a fit lifestyle. With everyone getting busy and always juggling with their lives, nutrition takes a backseat; so my association with MuscleBlaze will promote the healthy way to be ahead in the game of staying active by dispelling the myth that consuming supplements and protein is a barrier to fitness”

Commenting on this brand ambassador announcement, Sameer Maheshwari, Founder & CEO, HealthKart, said “The ethos of MuscleBlaze is to foster a Ziddi attitude, and Shubman’s journey reflects exactly that. He is a rising star and we are thrilled to fuel his achievements with our products like Biozyme etc. This partnership will scale great heights.“

Adding to the excitement, Kaustuv Paliwal, Business Head, MuscleBlaze said, “We’re thrilled to have Shubman Gill represent us as a brand ambassador. MB has a penchant for being the harbinger of great talent, and what we see in Shubman Gill is an unassailable potential to stand out with his champion mindset, exactly what MB stands for. Our association with such a trailblazing batsman, who has dauntlessly pursued his Zidd against all odds to make sure failure does not loom close, also reiterates our vigor to fuel the future of Indian sports with genuine supplements specially crafted for athletes. With this, we’re expecting to further motivate our young consumers and infuse them with the right supplements.”

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Max Protein ropes in Kartik Aaryan as brand ambassador

Kartik Aaryan and Max Protein form 'Protein Police' force to bust unhealthy snacking

By exchange4media Staff | Mar 20, 2023 3:22 PM   |   2 min read


Max Protein has roped in actor Kartik Aaryan as their brand ambassador.

A campaign will soon be launched focusing on educating consumers about the importance of incorporating protein into one’s diet and promoting Max Protein's protein-rich snacks as a healthy snacking option under the concept of ‘Protein Police’.

Since Kartik Aaryan’s fitness and active lifestyle aligns with Max Protein’s vision of promoting health and wellness through its products that cater to every palette, this association will enhance the brand’s visibility and market value.

Expressing his zeal for being the face of the brand, Aaryan said, “As a fitness aficionado, I believe that adequate protein intake plays a crucial role in living a healthy lifestyle, which should ideally be a necessity rather than a choice. I am pleased to come on board with Max Protein to endorse and further boost the idea of healthy yet tasty protein bars and cookies.”

Commenting on the same, Vijay Uttarwar, CEO at Naturell India Pvt Ltd, “In the highly competitive snacking market, association with a popular celebrity like Kartik Aaryan will maximize the reach for the Max Protein brand. This will help the brand to stand out in the market and attract more customers. Our brand aims to cater to the younger generation who are looking for convenient and healthy snacking options. Thus, the credibility and trust factor of Kartik Aaryan will help to further cement Max Protein’s name in the market by reaching out to our key audience.”

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